Native advertising as a storytelling tool: framing of brand messages
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The given study employed framing theory to analyze the content of 15 pairs of native advertisements and news stories from the New York Times to understand and compare framing of brand messages. Findings concerning framing in native advertising were tested against a predetermined set of framing strategies common in PR research. The study showed that framing of brand messages in native advertising dramatically differs from journalism but is somewhat similar to framing in PR. Branded storytelling uses topics that align with brands' themes to highlight essential attributes and create a positive image of a brand. Native advertisements use critical issues and socially significant causes to demonstrate values and qualities of brands. On the contrary, journalism stories frame brands as examples in a larger picture of a complex social reality.